10 May 2023

Hi folks,

In years to come we will look back on May 2023 as the year the UK held an event featuring elaborate choreography, broadcast to millions of people around the world, where, in a room full of kings, queens, and stars, only one could be crowned. But enough about Eurovision, here’s this week’s newsletter. 

Scroll down to read about The Beatles, Greek heroes, and the one thing that will make men use plasters.

Stats to power your week

🖌️In the last 12 months AI tools have been used to win art and photography competitions, and to reform The Beatles. But is it really art? Consumers aren’t so sure: only 42% say AI tools can create “real” artistic output. Unsurprisingly, people who work in creative fields are even less likely to think this. (GWI Core)

🏆70% of global consumers want equal prize money in sports between men and women. Prize money in sports can often feel like a contentious issue, but there’s more consensus out there than you might think. (GWI Zeitgeist)

💍What happens to men after they get hitched? With some research into married and unmarried men in the UK, we see they get more confident, more optimistic, and are less likely to take risks. They also go through some interesting lifestyle changes: becoming more likely to use plasters, like Ben & Jerry’s, and to wear makeup. (GWI Core)

♻️Which generation is most likely to be interested in environmental issues, to always try to recycle, to worry about the future of the environment, and to want brands to be eco-friendly? We hope you’re sat down, as it’s actually baby boomers. That’s not to say the more celebrated Gen Zers don’t care, but coverage of them often overlooks how other generations actually think. (GWI Core)

🏛️What’s in a name? If it touches on some aspect of Greek culture, quite a lot. Consumers in Greece rank well above the European average for supporting Dutch football team AFC Ajax (named after an ancient Greek hero), and Italian sports brand Kappa (named after the Greek letter). It’s not completely foolproof though – Greece comes near the bottom of the list for buying Pandora jewelry. (GWI Core)

What’s on our radar

Microsoft’s AI-powered Bing is set for huge upgrades. 

But lawmakers are looking to put the brakes on AI development, with the White House staging a meeting on AI safety, and the UK government beginning a review into AI development. See this week’s chart for more on how consumers feel about legislation. 

Not to mention an open letter is seeking to protect the livelihoods of artists and illustrators in the face of the generative AI revolution. 

TikTok is developing a label to show when videos contain generative AI, but also appear to be working on an app that would let more people create music with artificial intelligence. 

Amazon’s own large language model (LLM) will do a lot to make Alexa more conversational. Could it be time for smart speakers 2.0?

Transitioning to a clean energy future means digging up more metals out of the ground to make batteries and other parts of the infrastructure. But there are signs that copper mining will struggle to keep up with demand. 

The fake meat slump continues: Heck is pulling back from plant-based, while Shake Shack’s new plant-based offering is pointedly an old-fashioned veggie burger, not a meat substitute. 

Formula 1 and its teams continue to make impressive strides with partnerships, opening their brands up to new audiences. Just recently we’ve seen new tie-ups with Reiss, Tommy Hilfiger, Puma, and Reese Witherspoon’s production company. Though Brad Pitt is still probably the biggest draw. 

Lululemon is one of the first brands to go public with its tactic to fight back against dupes. 

The common criticism of AI is that interacting with it doesn’t feel too, well, human. But LLMs are a different story – recent research shows that ChatGPT is more empathetic than doctors. 

ChatGPT, and other AI language models, don’t come cheap. At some point ad revenue will enter the picture and at last week’s NewFronts Snapchat offered a glimpse of what these conversational ads might look like. In case you’re wondering – 40% say they’d be comfortable with ads in AI tools.  

Charities have become some of the biggest innovators around using and referencing generative AI in ads. After the UN Crisis Relief Fund imagined an earthquake hitting London in February, the Red Cross have gone the other way, using strong disclaimers to show that images of humanitarian crises are not AI generated. 

Chart of the week

As governments become more proactive in regulating AI, it’s natural to ask: how does this compare to other kinds of emerging technology? 

Not for the first time, we see consumers being more cautious around artificial intelligence, with more wanting government regulation of it than social media or crypto. 

Get more from GWI

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